Parfums Christian Dior names Rihanna as new ambassador of J’Adore

Parfums Christian Dior has named Rihanna to be the new ambassador of J’Adore, in LVMH’s latest hook-up with the iconic Barbadian singer and star.

“The house of Dior is overjoyed to announce that Rihanna is the new muse of J’Adore,” the Paris-based brand thrilled in a press release on Tuesday.
 
Dior further praised “icon Rihanna, whose immeasurable talents, remarkable beauty and universal appeal now embody the world of J’Adore,” first launched two decades ago.

“Being the new face of J’Adore is both an honor and a mission. This scent, that I have known and loved for so long, means so much to women. I am especially looking forward to joining this adventure and contributing to it through my world, my story, my roots, as well as my creativity and my own femininity,” Rihanna underlined.
 
The chart-topping musician pairs up with long-time friend Steven Klein, in the scent’s new campaign, which will be revealed on September 1.
 
“We are incredibly proud to welcome Rihanna into the Dior family. Her golden dream promises to be unique, reflecting a fragrance that is present for women, and retains its radiance. The unusual talent, audacity, and captivating beauty of this absolute star are the ideal embodiment of dazzling, powerful Dior femininity that transcends generations. Christian Dior would most definitely have adored her,” enthused Véronique Courtois, CEO Parfums Christian Dior.

Developed by master perfumer Calice Becker, J’Adore was launched back in 1999, and immediately struck a chord with consumers with its notes of blood orange and neroli, and tear-drop bottle designed by Herve Van der Straeten. In recent years, its ambassador has been Oscar winning actress Charlize Theron.
 
The fragrance “is the perfume of a powerful, liberated, and independent woman, which resonates with Rihanna’s personal story, one she has made her own, wearing it as an emblem of boldness and seduction,” Parfums Christian Dior, a division of French luxury conglomerate LVMH, added.
 
The 36-year-old Barbados born Rihanna first developed a series of fragrances of her own starting in 2011, though none of them have achieved major global impact. However, her makeup label Fenty Beauty has been highly successful, and is bankrolled by LVMH’s Kendo Brands.
 
In 2019, she also launched Fenty as a fashion brand, again financed by LVMH. But, after failing to gain traction, this was eventually shuttered during the pandemic. That said, her lingerie label Savage X Fenty has gone on to become a major commercial venture, and is partly financed by an investment vehicle within the greater LVMH group.